With increased spend on online and digital marketing, it has become even more important for businesses to understand how their online media mix is performing. RED ICE from RED C demonstrates, in a clear and defined way, the effectiveness and impact of your online advertising.
RED ICE insight helps businesses plan more confidently and efficiently for future spend allocation to the online medium. It does this by analysing the isolated impact of online communication over and above other media in the mix.
It allows businesses to answer key questions such as:
- Whether to add online to your media mix and how much to spend?
- What point is tipping point for online spend in terms of return on investment?
- What is the impact of the online channel in your media mix?
Test and control sampling methods are used to isolate the specific impact of online over and above other media in the mix. This allows us to analyse ratings among those exposed and not exposed at all to the online ads. In so doing we can isolate the impact of the online media over and above any other media used in the campaign.
New advances in online panel management allow us to conduct this important analysis. Opt-in cookie technology among RED C Live panel members, allow us to track their exposure to pre-determined ad campaigns. For any new online campaign we can supply a tag to your online media supplier that is embedded in the advertisements. This ensures that each panel member’s account registers their exposure to the advertisements.
Download our RED ICE brochure below by clicking the link.